Advertisements and Their Impacts

This article explores the impacts of controversial and award winning advertisements on brands and consumers. It discusses the objectives, intended audience, effectiveness, and improvements of advertisements in categories such as social media, B2B, not-for-profit, and global. The article also highlights the role of digital marketing and stakeholder collaboration in promoting products and achieving objectives.

Running head: ADVERTISEMENTS AND THEIR IMPACTS
Advertising and Their Impacts.
Name of the Student:
Name of the University:
Author Note:

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ADVERTISEMENTS AND THEIR IMPACTS
Stage 1: Controversial advertising:
Advertisement 1: Pepsi advertisement featuring Kendall Jenner:
Part a: Objective of the advertisement:
The objective of the advertisement of Pepsi featuring Kendall Jenner was promoting the
power Of Pepsi to refresh moods of the consumers of diverse backgrounds and spreading
brotherhood. The advertisement had protestors, mostly black people marching towards a crossing
while police officers on duty were shown readying themselves to confront the protestors with
heavy hands. Kendall Jenner, played a super model who was shown shooting at that spot. She
left shooting and walked towards an officer handing over a can of Pepsi to him. The police
officer was shown smiling while the protestors were shown cheering. The objective of the
advertisement according to a representative of Pepsi Co, the company which owns the
brand Pepsi was to spread fraternity, unity and understanding among the different
communities of people (independent.co.uk 2018).
Part b: Intended audience:
The intended audience of the Pepsi advertisement was the younger generation consumers
who consume aerated drinks to refresh themselves. The target audience of the advertisement also
consisted of consumers of diverse communities like the black Australians and white American
exemplified by the black protestors and Kendall Jenner respectively.
Part c:
Pepsi Co did not choose the controversial advertisement by intention and intended to
show unity and brotherhood. However, it faced controversy of showcasing racism in Australia
due to its inappropriate portrayal of the manner.

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Part d: Effectiveness of the advertisement:
The advertisement did not prove effective in increasing the sale of Pepsi in Australia and
in fact earned Pepsi a negative market image. The advertisement hit the marred the market image
of its chief brand ambassador Kendall Jenner and earned her the title of a racists.
Part e: Improving the advertisement:
Pepsi Co in order to improve advertisement could have chosen a different background
other than political context. The second largest beverage manufacturer in the world could have
shown a sports or youth related advertisement.
Part f: Impact of the advertisement on the brand of Pepsi:
The controversial advertisement had a devastating impact on the brand ambassador
Kendall Jenner and on the brand image of Pepsi. According the international fashion magazine,
the Vogue, the advertisement earned Kendall a negative image which hit the model and actress
badly (vogue.co.uk 2018). As far as Pepsi is concerned, the MNC was forced to withdraw the
advertisement from the market to save its brand name from suffering further damage.
Advertisement 2:
Part a: Objective of the advertisement:
The objective of the advertisement of Procter & Gamble was showing the pentapeptides
in its product Olay is capable of reducing aging of skin. The advertisement aimed to assure the
consumers of the fact by citing alleged support of World Congress of Dermatology
(theguardian.com 2018)

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Part b: Target audience:
The advertisement of Olay cream targeted the middle aged female consumers whose skin
had started showing signs of ageing like appearance of fine lines. Economic wise, the
advertisement targeted the upper middle class with sufficient disposable income since Olay is
priced above average.
Part c: Reason of P&G for choosing the controversial advertisement:
P&G did not choose the advertisement and use of name of World Congress of
Dermatology to create controversy. The world largest FMCG good marketer in fact used the
name of the body to convince the consumers suffering from premature ageing skin that Olay is
capable of benefitting them due to presence of pentapeptides in its composition (theguardian.com
2018).
Part d: Effectiveness of advertisement:
The advertisement of Olay P&G bearing name of the World Congress of Dermatology
was confusing to the common consumers who had no knowledge about the body. This is why the
advertisement was expected to be less effective than P&G’s expectations. However, the
advertisement was not as devastating as the Pepsi advertisement featuring Jenner was
(vogue.co.uk 2018). The advertisement did not hamper the market image of the brand
ambassador Eve Cameron unlike the former advertisement did to the image of Kendall Jenner.
Part e: Improving the advertisement:
P&G could improve the advertisement by making the presentation more consumer
centric. The advertisement could have had one women suffering of ageing dermatological
symptoms by using Olay suggesting the product to another women suffering from similar
problems.

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ADVERTISEMENTS AND THEIR IMPACTS
Part f: Impact of the advertisement on brand image of P&G:
The advertisement though appeared less attractive to consumers due to mention of bodies
like World Congress of Dermatology, however boosted the image of the P&G. The mention of
World Congress of Dermatology actually enabled the MNC to show its association with
international science bodies around the world which in turn helped it to boost its goodwill
(Danielson, Heck and Shaffer 2015).
Stage 2: An award winning advertisement:
An example of an award winning advertisement is the advertisement of Tide laundry
detergent, a brand won by Procter & Gamble. The advertisement won a Black Pencil Award at
D&AD Awards Ceremony in London (adweek.com 2018).
Figure 1. Tide laundry detergent
(Source: us.pg.com 2018)

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ADVERTISEMENTS AND THEIR IMPACTS
Part a: Effect of advertisement on consumers in terms of sustainability:
The advertisement showed that Tide laundry detergent uses less water to clean clothes
but gives more cleanliness compared to detergent at the same price ranges. The advertisement
had a very strong positive impact on the viewer’s purchase behavior decision making. It showed
an aged model in several roles like that of a mechanic, which of an owner of a car going for a
picnic and with his family at home. The viewers can infer from the advertisement that the
product can be used to wash clothes using less water even while on a trip. Thus, using Tide
would encourage saving water and promote sustainability.
Part b: Key elements which make the advertisement award winning:
The key elements of the advertisement which won award are technology and the
innovative ways of showcasing the use of Tide laundry detergent. The third key element which
the advertisement showcased was that the product consume less water, thus promoting
sustainability.
Stage 3: Advertisements by category:
Category 1: Social media
The objective of the advertisement was to promote the Samsung galaxy range smart
phones in the emerging markets of Asia. The headquarters of Samsung is in Seoul in South
Korea in Asian but its core market consisted mainly of Europe and North America. The
electronic giant is again shifting its emphasis towards the emerging markets of Southern Asia
namely India and China (youtube.com 2018). This is because these two markets are experiencing
increase in per capita income which means large number of consumers in both these markets are
capable of consuming Samsung Galaxy smart phones. The advertisement clearly seeks to attract

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the upper middle and upper class buyers of emerging markets like India and China, the intended
markets.
A critical analysis of the advertisement effectively shows integration of international and local
marketing strategies by Samsung. Samsung is headquartered in South Korea but the
advertisement shows Indian traditions and customs. The advertisement strongly shows that
power of Samsung to embrace cultures of host countries (India in this case) to adapt to the
customer preferences. The advertisement can be improved by showing similar cultural tradition
in different cultural assimilated in one single advertisement which would effectively show the
cultural intelligence of Samsung.
Schivinski and Dabrowski (2016) mention in their article that social media plays a very
significant role in determining perception of customers. They mention that social media has
emerged as a formidable to advertise their products globally which no other advertisement
medium allows. The companies like Samsung are use social media like Youtube to advertise
their products using high definition videos. These videos have strong effect on the consumers
and enable them to perceive the high end technology which the latter would enjoy by using
Samsung products. The multinational companies use Facebook and Instagram to promote their
strategies. The multinational companies use social networking pages to obtain customer
feedback. The customers today can communicate their feedbacks on products and services. The
management can then incorporate the feedback in their strategies pertaining to areas like product
innovation and new product development. Thus, social media has emerged into powerful
communication which enable companies to market their products. Thus, it can be inferred that
social media plays an important role in marketing of products and generating revenue.

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Category 2: B2B:
The objective of the business to business advertisement of Volvo is to attract the logistics
companies, its intended audience to purchase its trucking products. The company by its
advertisement on its official website intends to showcase the different types of trucks which
different types of business firms could acquire. For example, the logistics companies can
purchase the carrier Powertain trucks while the firms which transport very bulky commodities
like metal chucks could purchase Volvo VNR Series (volvotrucks.us 2018).
The advertisement of Volvo is effective because the business firms involved in different
types of businesses can gain complete information abiout the most appropriate trucks according
to their requirement. These business firms can then plan to acquire trucks by Volvo according to
their business sizes and financial capacity. The advertisement can be improved by incorporating
features like offering of discounts which would show alongside the specific truck models. The
company can also offer product bundling like offering cars at discounted prices on purchasing
specific truck models.
Holliman and Rowley (2014) mention in his work that business to business between
companies have taken advanced forms due to advent of digital marketing. The business
organisations today have strategically maintained and official websites which give the visitors a
clear picture about the products they offer. The companies like Volvo which cater to logistics
firms of both large and medium sizes give full information about the products. The logistics
companies can also order for Volvo trucks online. This digital marketing page is linked to the
online payment systems which enable the business organisations. The logistics companies can
thus purchase models of trucks they prefer and make payment. Thus, it can be inferred from the
discussion that digital marketing has emerged as a formidable tool of business to business

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transactions. It also helps the business organisations to sell products all over the globe and
maintain strong communication with the business firms. The business firms like Volvo and the
logistics companies are able to engage in exchange of business related information which enable
them to enter into open innovation. The manufacturers are as a result able ti manufacture more
diverse types of business to business products. For example, Volvo manufactures products which
on one hand serve large multinational logistics companies and small carrier service providing
companies on the other hand. Thus, digital marketing has evolved into a formidable platform of
innovation as well besides generation of revenue.
Category 3: Not-for-profit organization:
The World Wide Fund for Nature or WWF aims to promote awareness about the
environmental hazards and the threats wild animals face due to encroaching on forests, their
habitats. The body having its headquarters like Switzerland and having offices in almost all the
countries in the world aims to raise awareness about changing climatic conditions. The body
works towards spreading awareness about the necessity of preserving marine habitat. The
intended audience of the World Wide Fund for Nature are governments, corporate organizations
and individuals. The audience of the international NGO also consist of other non-profit
organisations and smaller bodies which act as agents of the WWF and assist to raise funds. The
advertisement is effective because it enables the WWF raise funds from all round the world to
support its conservation works. The advertisement can be improved by incorporating additional
features like links to pages containing information about different species of animals. These links
would enable the visitors navigate to pages containing information about different animals which
would further boost their interests in the initiatives of the WWF. This would enable the body
attract more funds which would strengthen its activities.

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ADVERTISEMENTS AND THEIR IMPACTS
Anderson and Dees (2017) in their article point out a very important aspect of the non-
profit making organisations which is collaborating with the profit making organisations in order
tpo achieve their objectives. The international non-profit making organisations like the World
Wide Fund for Nature collaborate with several multinational organisations around the world.
They collaborate to take steps to preserve environment like reduction of carbon emission and
conducting research towards development of alternative fuel sources like wind and compressed
natural gas. The WWF create awareness among the consumers of these companies about the
disintegrating environmental conditions and the need to preserve the environment. The
multinational companies like Unilever are taking steps to bring innovation in their products to
reduce usage of plastic and other synthetic ingredients in their products. The WWF also
communicate with the individual consumers in the digital space and raise funds to support its
initiatives. The body sells token gifts and cards as a token of appreciation of consumers in its
initiatives. Thus, it can be inferred from the discussion that collaboration with consumers and
corporate bodies strengthen the fund raising activities of the international NGOs like the WWF.
The body also works closely with governments all over the world which provide it with funds to
help in its conservation initiatives. Thus, here one can point out that stakeholder collaboration
can help the international NGOs to achieve their objectives more efficiently and sustainably.
This collaboration of stakeholders like governments, corporate bodies and consumers also
provide the global NGOs the financial base which they require to meet and finance their
objectives.
Category 4: Global:
One Plus is a Chinese mobile phone company which aims to strengthen its market in
North America, Europe and South America. The smart phone company was formed in 2013 in

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Shenzen, China and serves around 34 countries. OnePlus aims to establish itself in the western
markets which already have players like Apple, Nokia and Samsung, all of which hold stronger
position than the former. The aim of the advertisement is to market OnePlus smart phones in the
west as a smart phone manufacturer which offers high end smart phone handsets at affordable
prices (oneplus.in 2018).
The intended audience of the advertisement consist of the middle class customers in the
western markets like Europe and North America. OnePlus has to compete with contenders like
Apple which are far more powerful than it. These companies dominate the high priced premium
smart phone market and introduce new models to maintain a loyal base of customers. Thus,
OnePlus’s advertisement effectively market affordable mobile smart phone sets with high end
technology which attract middle class customers in these markets. The company can improve the
advertisement by incorporating more features like greater detail of products to attract more
customers.
Keegan and Green (2015) mention in their article a very important aspect of today which
is marketing of products in diverse markets. The global companies advertise their products in
diverse markets both with their home countries and in the foreign markets. This provide
immense a huge consumer base to market their products. This is beneficial to both the company
and the consumers. As far as the consumers are considered, they can get access to a large number
of products which benefit them. The multinational companies get to sell their products globally
which enable them to generate immense revenue. The global market enable these companies to
sell their extra stock of finished goods, thus releasing the capital locked in stocks at a faster rate.
Thus marketing of goods in foreign countries renders the multinational companies with financial
liquidity. Thus, global companies while marketing their products often acquire foreign firms

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which enable them to earn more capital and assets. They are able to get access to resources of
foreign firms which boosts their production. The multinational companies are able to boost their
innovation due to availability of foreign resources and materials. Thus, globalisation has helped
in boosting the operations and revenue generation.
Stage 4:
One Good advertisement:
The advertisement of Surf Excel, a brand of laundry detergent owned by Unilever is an
example of good advertisement (unilever.com 2018). The creative approach is consistent with
the message strategy and communicate the message very effectively with the consumers. Surf
Excel is a brand of laundry detergent which is available in form of powder, capsule and bars. The
target audience of the product consist of household consumers who have to deal with dirt on their
branded clothes. This is clear because Surf Excel is a high end laundry detergent of the company
which is designed to clean fine fabric both in hand wash and machine wash. The advertisement
clearly shows that stains are indispensable part of development of children. The brand
encourages mothers to let their children indulge and encourage healthy development of children.
The approach is available on both audio-visual platform and digital platform which means the
advertisement is appropriate for digital environment.

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Figure 2. Figure showing Surf Excel
(Source: unilever.com 2018)
One Bad advertisement:
The advertisement of Citi Bank, the American multinational is an example one bad
advertisement. This is because the advertisement of the products of the bank only informs the
advantages they would derive from its products. It does not speak about the legal obligations
which the customers would enter with the bank on signing the forms. The advertisement does not
communicate the message appropriately to the target audience (online.citibank.co.in 2018)
Stage 5:
Citi Bank should in improve its advertisement by creating awareness among the
investors. The advertisement should create awareness about the obligations of consumers to the
bank on opening an account. These features would create a more transparent image of the bank
among the customers (Burton, McAlister and Hoyer 2015). The new advertisement would be the

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improved version of the present advertisement and would be effective in creating a stronger
goodwill of the bank based on awareness and transparency among the investors.

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